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What would the world be like without Facebook? Facebook isn’t just preparing for a world like this; it is now actively trying to create it. The $19 billion WhatsApp acquisition is Facebook’s most ambitious preparation for a world where Facebook loses its relevance.

It’s conceivable that Facebook as a destination and media property could disappear, and the company could thrive more than ever. What will be left? Backup tools for contacts and photos, a barebones event management service, and a valuable default login mechanism used to connect one’s identity across digital media.

With the acquisition of WhatsApp, Facebook came up with its answer to a popular internet meme: which would be more victorious in battle, 100 duck-sized horses, or one horse-sized duck? Facebook is now responding that it’s better to build and buy an army of horse-sized ducks. Those ducks include Instagram, which Facebook had to acquire. Facebook’s Messenger app is popular enough, but if it was truly successful, it wouldn’t need to sign 11-figure deals to acquire competitors. Facebook’s new news reader, Paper, has been generally praised for its design but is in a crowded field. As better mobile services arise for hosting photos and creating events, Facebook will probably try to acquire some of those too.

Continue reading at AdAge.com